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LeadGenius CEO On Prioritizing Sales With Data, Micro-Segments & Personalization

Written by: Klaudia Tirico


Prayag Narula, CEO of LeadGenius, sat down with Demand Gen Report to discuss how B2B sales and marketing organizations are prioritizing personalization with the help of micro-segments, the right data and efficient campaign planning.

Demand Gen Report: Sales (and sales operations) is always trying to identify buyers with a higher propensity to buy. What kind of data is needed for sales to prioritize the most profitable micro-segments of their audience?

Prayag Narula: Marketing and sales teams should think about buying signals in a new way. Buying signals aren’t just about engagement. They can also be specific attributes of micro-segments of your total addressable market.

For example, a publicly traded energy company uses data from LeadGenius to send outbound emails containing personalized messaging with utility rate comparisons. The energy company’s target audience is very specific: commercial building owners in six states with more than 500 square feet of southern-facing roof space. The buildings also need to be located in areas with high enough local utility rates to be ROI positive six months after installing solar panels. Together, all these specific data points combine for a very strong buying signal. If a lead does not fit these exact criteria, it is a waste of resources for the sales team to target them.

DGR: When moving upmarket, how should a B2B company prioritize personalization, volume and efficiency? 

PN: Marketing professionals are moving away from mass emails and moving to personalized emails to get better engagement. In more than half of the enterprise companies LeadGenius works with, the sales development function actually rolls up under the marketing department. It is becoming clear that low-quality lead lists and blasting emails based on low-quality data from Marketo or HubSpot just doesn’t work.

DGR: How can machine learning help marketers today with these initiatives?

PN: There is a lot of hype around machine learning at the moment. Machine learning is a key component of LeadGenius’ software but, at the end of the day, human intelligence cannot be removed from the marketing and sales process, even for seemingly simple tasks like finding accurate account information.

Machine learning algorithms (the same technology behind applications like Amazon Alexa or Apple Siri) can consistently get things right around 60% of the time. We want to get closer to 100% using machine learning to go “the last mile” in real-world applications. We found the answer in creating a tight loop between human intelligence and algorithms, and so that our data is close to 100% accurate. Machine learning helps marketers today because it can automate some research and validates the accuracy of data quickly.

DGR: Sales development has rapidly become a mission critical element in just about every high growth sales & marketing organization today. Why is this the case?

PN: Sales development allows companies to specialize within the sales organization. Specialization leads to greater efficiency.

Many companies are also using their sales development teams to validate messaging and targeting in the real world. In this way, the sales/business development team plays a major role in a business’ overall go-to-market strategy.

DGR: What are some of the different challenges B2B companies face when their business sells to SMBs vs. mid-market and enterprise customers?

PN: The challenge for enterprise companies targeting SMBs is reliably sourcing accurate account data at scale. Accurate data for SMBs is notoriously tricky and resource intensive to identify. Valid, usable information is buried underneath layers and layers of noise on the Internet.

There is a massive long tail of potential SMB revenue out there. Enterprise companies that want to effectively target SMBs with outbound tactics must have a reliable way to build new pipeline at scale so their reps can spend more time actively prospecting, demoing or selling, rather than trying to find the right information for every account and entering data.

DGR: Sales velocity is a factor of lead volume, conversion rates, length of sales cycle and deal size. What levers should sales and marketing teams prioritize when seeking to increase lead velocity?

PN: This obviously depends on a variety of situational factors. One of the things that we see being effective for most companies, regardless of whether they have a fully formed account-based strategy, is using a multiple contact-per-account approach, rather than targeting a single decision maker. This has a significant impact on increasing lead to opportunity conversion rates and reducing the time it takes for accounts to move through the buying journey.

DGR: What are a few ways LeadGenius helps solve its customers’ core business objectives?

PN: LeadGenius provides B2B marketing and sales teams with highly accurate lead generation data and go-to-market insights. We do this with a combination of machine learning and human researchers. Most of our customers use LeadGenius as a strategic partner to better inform their go-to-market strategy with either new lead generation or CRM/marketing database enrichment.

Accurate contact and account data is critical throughout the customer lifecycle. Customers often come to LeadGenius with a top-of-the-funnel need, then quickly begin to see the benefits of LeadGenius in other areas, whether it be multi-channel messaging, support of go-to-market analytics, list-based advertising, account-based targeting, etc.

Engagio Unveils Scout Extension For Marketing And Sales

Written by: Klaudia Tirico

Engagio’s new Scout solution is an ABM Chrome extension that enables marketing and sales teams to gain greater account visibility and communicate with customers and prospects inside the tools they already use—including LinkedIn, Gmail and Salesforce.


Scout aims to help customer-facing teams run coordinated account-based plays without having to leave their platform of choice.

Key features of the Scout extension include:

  • Dashboards that pull individual and account-level data from major platforms, such as Salesforce, marketing automation, LinkedIn, Twitter and corporate email;
  • The ability to edit data on people and accounts, and sync to CRM, while matching leads to the account on the fly (if there’s a new person, Scout prompts you to add them);
  • Complete visibility of communication histories between your company and your target accounts; and
  • The ease of clicking one button to run plays orchestrating account-based interactions across departments and channels.


Scout is used by marketers, sales and sales development executives and customer success representatives.


Engagio’s Account-Based Marketing and Sales solutions, including the new Scout extension, are compatible with and all major marketing automation platforms, including Marketo, Eloqua, Pardot and HubSpot.


Scout is an extension of Engagio’s ABM platform, which is SaaS based. The pricing for Engagio’s ABM solutions averages in the range of $25,000 to $50,000 per year.


Engagio customers using Scout include VersionOne, Box, VMware, Domo, Silkroad, 360 Insights, Invoca, Zenoss and many more leading companies.


No other ABM solution offers best-of-breed account access, visibility and account-based engagement that Scout from Engagio provides. With Scout, Engagio helps make marketers the hero by letting them provide sales reps with the tools they need for account-based insight and action.


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2017 State Of Inbound Report: Mixed Perspectives Between C-Level, Managers On Alignment

Written by: Brian Anderson

The latest installment of the annual State Of Inbound Marketing from HubSpot showed a disconnect between how the C-suite and its managers view the company’s sales and marketing relationship. The study revealed that 31% of C-level executives say their teams are tightly aligned, while only 17% of managers agree.

The annual report also showed that while 44% stated that their marketing and sales teams are “generally aligned,” only 22% of respondents said that their teams are tightly aligned with sales and marketing service level agreements (SLAs).

“When we unpacked the data, we found that the executives who set the vision for their companies have very different perspectives on the state of their business, compared to individual contributors tasked with executing on that vision,” said Brian Halligan, CEO of HubSpot, in the report. “Executives need a better understanding of the day-to-day challenges employees face, and employees need to communicate more clearly the roadblocks in the way of success.”

The top-three marketing priorities for respondents were converting contacts and leads to customers (70%), growing traffic to the website (55%) and increasing revenue derived from existing customers (45%).

Specifically, when it comes to inbound marketing, respondents’ top-three priorities include growing SEO/organic presence (61%), blog content creation (53%) and content distribution and amplification (47%).

Other findings from the report include:

  • Sixty-one percent of respondents feel their organization’s marketing strategy is effective;
  • Close to two-thirds (63%) of respondents said generating traffic and leads is their top marketing challenge, followed not so closely by providing the ROI of marketing activities (40%); and
  • Roughly one-third (32%) of respondents said their sales team spends more than an hour performing data entry or other manual tasks. Another 32% said they spend between 30 minutes to an hour performing such tasks.

Salesforce Unveils Einstein ABM, Aims To Bridge Marketing And Sales Engagement Efforts

Written by: Brian Anderson

AccountDashboardSalesforce has announced the launch of Einstein ABM, an end-to-end B2B marketing solution designed to help marketing and sales teams target their top-priority accounts, better personalize campaigns and engage with prospects at scale using artificial intelligence (AI).

The solution brings together new and existing Salesforce offerings in an effort to bridge sales and marketing across the customer journey. Users can prioritize the highest quality pipeline and engage prospects with personalized content at the right time to close deals faster.

Specifically, the company said Einstein ABM intends to help users:

  • Identify high-value accounts: Einstein Lead Scoring automatically identifies the accounts most likely to convert based on factors such as relationship history and past purchases. Advertising Studio can then help users advertise to new lookalike prospects based on existing prospective buyer behavior from their CRM.
  • Enhance account engagement: Engagement Studio positions marketers and sales reps to send personalized emails based on real-time buyer behavior or qualifying values, such as when a lead engages with a specific piece of content. Einstein Opportunity Insights also can analyze customer sentiment, competitor involvement and overall lead engagement.
  • Sync marketing and sales efforts: Einstein Account Insights can offer sales reps with the latest prospect news—such as M&A activity and financial results—to inform engagement strategies. Reps can then use Salesforce Engage to personalize marketing content and reach out to leads within accounts in a timely manner.
  • Measure and optimize campaigns: With B2B Marketing and Sales Analytics, companies can understand the performance of their marketing campaigns against targeted sales opportunities in a single dashboard. New Multi-Touch Campaign Insights can also help marketers identify the attributes of marketing campaigns that have the highest potential to drive sales for targeted accounts.

“Doing ABM via CRM is table stakes to whether you can do it successfully or not,” said Mike Kostow, SVP and GM of Salesforce Pardot, in an interview with Demand Gen Report. “With Einstein ABM, users can gain account insights, which instantly give account reps details on their top-tier accounts. Along with Salesforce Engage, they can see in real-time how buyers are engaging with content, and tailor conversations based on that engagement.”

While Einstein Lead Scoring, Einstein Account Insights and Einstein Opportunity Insights are already generally available via the Salesforce Sales Cloud, Multi-Touch Campaign Insights is currently in pilot and expected to be generally available in the second half of 2017. Engagement Studio, Salesforce Engage and Advertising Studio are also generally available currently via Salesforce Pardot.

Study: Post-Event Follow-Up Still A Challenge For B2B Marketers

Written by: Brian Anderson

certain event marketing studyNew research from Certain, an event automation solution provider, shows that companies have gaps in their post-event follow-up methods to measure, analyze and act on their success. More than half (57%) of the survey respondents stated that it takes them four days or more to follow up with leads after an event concludes. Only 6% can follow-up with prospects either on the same day or the day following the event.

Nonetheless, tradeshows and events were ranked the second most effective marketing tactic used by respondents, according to a survey of roughly 150 marketing decision-makers at enterprise-level companies. Moreover, 70% of the respondents plan to increase their investment in them this year.

Many companies may be missing out on opportunities to generate even higher ROI on their trade show spend. Less than a third (30%) of the respondents use a technology solution to capture leads at the events.

Kristen Alexander, CMO at Certain, suggested in an interview with Demand Gen Report that failing to adequately capture lead information at the event devalues the investment in managing the logistics of participating in them. Generating leads “is the whole point of hosting them in the first place for most event marketers,” she said. “Failing to take advantage of these digitals tools is likely a big reason why only 43% of those we surveyed were typically able to follow up with event leads in under four days.”

Other findings from the report include:

  • More than half (58%) are spending more than 25% of their annual budgets on events;
  • On a scale of one to five stars, with five being the best, 77% of respondents rate their ability to drive results from events as a four or a five; and
  • The top-three resources and technologies used to manage in-person events include in-house marketing operations (73%), in-house event planners (68%), and event management and automation software (49%).

TechTarget Enhances Priority Engine With Automated Target Profile Delivery

Written by: Klaudia Tirico

tech target placeitTechTarget, a technology media company which also sells data analytics services, has announced the latest release of its IT Deal Alert Priority Engine, a SaaS-based purchase intent insight platform, during the SiriusDecisions Summit in Las Vegas. The release features the launch of Automated Target Profile Delivery, which is designed to help marketing teams set up multiple ideal customer profiles within Priority Engine, as well as deliver purchase intent intelligence and prospects into their CRM and marketing automation platforms.

The company said these new enhancements will help drive marketing and sales activation and ROI by:

  • Fueling the martech stack with active prospects and accounts aligned directly to Target Profiles;
  • Managing multiple profiles and personas for more effective segmentation and nurturing;
  • Supporting multi-tiered account-based marketing (ABM) initiatives; and
  • Enabling streamlined prospect distribution to different stakeholders within the sales organization or channel partners customized by each sales rep’s territory of prioritized active accounts.

“B2B marketers are very busy trying to manage campaigns, data, leads and platforms across multiple vendors,” said Andrew Briney, SVP of Products at TechTarget, in a statement. “The release of Automated Target Profile Delivery dramatically streamlines their workflow so they can get the most out of Priority Engine. By automating delivery of prospects and real purchase intent against each one of these profiles, marketers spend less time processing and more time doing.”  

New Business Education Company GreenFig Partners With Marketo University

Written by: Matthew Halchak


GreenFig University, a “micro-education” company offering continued education in applied business science, has 

partnered with Marketo University to develop and deliver a digital marketing course designed to provide students with digital marketing strategies, basic digital marketing work experience, and a formal digital marketing science certification process.

The key elements of the partnership include:

  • A GreenFig Micro-Certificate in digital marketing science;
  • A comprehensive curriculum about the science of end-to-end digital marketing designed by GreenFig and Marketo; and
  • Access to more advanced certifications and Marketo training opportunities for graduates of the program.

GreenFig University’s goal is to provide people with job skills and digital literacy necessary for the evolving digital economy. Their training model combines online and offline team-based learning, as well as hands-on application software instruction and real-world experience and mentorship.

GreenFig targets three markets:

  • Students—Whether they are still in school or recently graduated/have a degree but are lacking the skill sets to get a job;
  • Industry professionals—People looking to pivot to digital marketing and learn more modern marketing skill sets, such as marketing automation, SEO, website optimization and more.
  • Vets—GreenFig aims to provide military veterans returning from active duty with an opportunity to gain a valuable skill set that will help them find jobs that pay well.

“We are very fortunate to have the leading engagement marketing company as our strategic partner to deliver digital marketing science courses,” said Libby Unger, CEO and Co-Founder of GreenFig University, in a recent blog post. “Companies seek trained people who possess formal Marketo certification. Our core mission is to produce people with job-ready skills. Our partnership with Marketo is designed to satisfy that market demand.”

According to GreenFig, the first class is set to launch in Fall 2017. 

Demandbase Closes $65M In Funding To Fuel AI, Machine-Learning Growth

Written by: Brian Anderson

demandbase fundingDemandbase, a leading account-based marketing (ABM) platform vendor, announced that it has closed $65 million in funding to fuel growth in its artificial intelligence and machine-learning technology. The round of funding was led by existing investor Sageview Capital, along with new investor Silver Lake Waterman.

The funding continues Demandbase’s expansion into the AI landscape. The company acquired data science company Spiderbook in 2016 to extend its AI capabilities. The company also acquired WhoToo in 2015 to enhance its data intelligence offerings.

Along with accelerating growth in its AI and machine-learning capabilities, the company stated that the funds will also help extend its ABM leadership position as ABM adoption expands. Existing investors Adobe Systems, Altos Ventures, Greenspring Associates, Scale Venture Partners, Sigma Partners and Split Rock Partners also participated in the funding round. Demandbase has received more than $150 million in funding to date.

“Companies spend more than $40 billion every year marketing themselves digitally to other businesses. ABM provides a much more efficient way to laser-target the right accounts and better align marketing spend with sales activity,” said Chris Golec, CEO of Demandbase, in a statement. “This additional financing will allow us to fast-track the innovation behind our AI-powered ABM solutions and make our platform a must-have for all B2B companies.”

InsideView Introduces Insights Enterprise For Microsoft Dynamics Customers

Written by: Klaudia Tirico

Insights Enterprise by InsideView brings targeting intelligence directly into Microsoft Dynamics CRM and 365, whether online or on-premises, as if it was a native part of the application. Targeting Intelligence is designed to deliver company and contact data, news and social insights, and connections so sellers and marketers know who to target, why, when and how.


Insights Enterprise allows sellers and marketers to find and qualify prospects, add contacts into Microsoft Dynamics CRM and 365, refresh account and contact data, and build prospect lists on demand. Insights Enterprise also allows users to see personal and professional connections to prospects, track companies and receive news alerts.

New features include:

  • On-demand prospect list building;
  • More Watchlists to follow prospects and get news alerts;
  • Custom news alerts;
  • Direct InsideView training and support; and
  • Mobile-integrated with Outlook for daily meeting prep.


Insights Enterprise is for B2B sellers and marketers in any industry who are using Microsoft Dynamics CRM (online or on-premises) or Dynamics 365, and want insight into prospects and customers in order to engage with more relevance and personalization.


Insights Enterprise is integrated into Microsoft Dynamics CRM and 365, providing contact and company data, news and social insights, connections and one-click data sync into CRM/365. Users also have access to the InsideView Mobile iOS app with Outlook integration to provide information about contacts and companies in upcoming meetings.


Insights Enterprise is $49/user/month, licensed annually and subject to license minimums. For a limited time, companies outside the United States and Canada qualify for an introductory discount.


InsideView is used by more than 20,000 companies worldwide, including Volvo Car Corporation, Black & Veatch, JLL and O’Neal Steel.


Only InsideView delivers the three essential elements of Targeting Intelligence—data, insights and connections. Insights Enterprise has a seamless interface with Microsoft Dynamics CRM and 365.



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San Francisco, CA 94107

415 728 9340

Demandbase CEO Discusses Future Growth, Competitive Landscape Following Latest Round Of Funding

Written by: Brian Anderson

Demandbase recently closed $65 million in funding to fuel the growth of its platform, highlighting that investors in the B2B tech landscape see massive potential in how these types of solutions can positively impact marketing initiatives.

In an interview with Demand Gen Report, Demandbase CEO Chris Golec discussed the expansion of the ABM landscape. Golec also shared his thoughts on the importance of integrating ad, marketing and sales tech for better ABM, the future of the company and the trends that will have an impact on ABM in the coming future.

Demand Gen Report: ABM as a category has expanded greatly over recent years, both in terms of adoption and also the number of solution providers. Do you think this expansion is a good thing for Demandbase and its future growth?

Chris Golec: ABM itself has been in practice for dozens of years, but it was more of a business process and there wasn’t really technology available to do it at scale, and so it’s really taken off over the last few years and kind of gone beyond becoming a hype factor.

We love the fact that there are lots of other ABM players coming in because you can’t have a category with one or two players. And while we have the biggest footprint in a full platform, there are still needs for others in the space and it’s great that there are other niche players coming in.

Typically, there are a lot of companies with a feature or a single-point solution that are claiming to be an ABM platform, and while that may not be the case, I still think it’s healthy for the category overall.

We’re also seeing opportunities—we’re going into some of our large enterprise customers and literally training hundreds of people within a single company on account-based marketing. And it’s not just what it is or how to do it; it’s how do we change the measurement tactics of our marketing team? Because if you’re still measuring your team on MQLs, click-through rates or traffic volume, you’re going to be way behind. Companies that are more advanced in doing ABM now are measuring the marketing teams on close rates, deal size, pipeline generation—way more advanced and better aligned with the sales team and what the CEO cares about.

DGR: What does the expansion of ABM mean specifically for Demandbase’s future growth?

Golec: The investment community—ranging from VCs all the way up to your growth equity guys—have taken notice of ABM, and they want to make their investment in the space. They do their research, they recognize that Demandbase really pioneered the space and are probably five or 10 times larger than other ABM players out there.

So number one, we just had a ton of inbound interest from the investment community. Second, which transpired over the last nine months, was that we acquired the AI company Spiderbook. We started recognizing that if we apply AI onto these massive amounts of data that we’re sitting on, there are so many more innovation opportunities in front of us. So, it was a perfect alignment of stars around lots of financing interest, huge opportunities to expand our product footprint, bringing a lot more value to our customers and really expand our leadership position in the whole ABM category.

One of the things that’s interesting to note from a comparison standpoint is marketing automation. Most of our customers are probably spending five times the amount on their ABM solution than they are on their marketing automation system, for example, because the impact on the business is so much greater.

ABM really extends beyond email; it’s everything from attracting potentially new accounts, to engaging them and helping close the deals. But it even goes way beyond that because a lot of our customers want to do a much better job marketing to their existing customers. They do that through a variety of means, such as personalized content, advertising, different targeting and different ways to upsell. So, we’re in an interesting position to really connect.

There’s the whole ad and media ecosystem, there’s the whole marketing tech stack, and then you have the whole sales tech stack, which is essentially CRM. Those three worlds are completely different technology stacks and completely different data models. The pricing mechanisms on how they operate are completely different, as well, so we’re bringing those three worlds together and it’s not easy to do. The underlying data model that we’ve built allows us to do that much easier than anybody else out there.

DGR: We’ve seen Demandbase make some notable acquisitions—such as the data intelligence companies Spiderbook, which you mentioned, and WhoToo—which have helped Demandbase grow its ABM offerings. Are other acquisitions possible in the imminent future?

Golec: Both the acquisitions were for somewhat different purposes and both opportunistic. The Spiderbook acquisition, for example, was brought to us by a customer—frankly—and we started using their technology for our own marketing purposes and really found out that it was 10 times better than anything else that we had used in that kind of AI/predictive world. They were about to get funding, and so we said, rather than raise all that money to build a sales marketing operation we already have, it was opportunistic and a very good fit at the time.

There’s not a specific gap in our platform that we’re looking to fill by acquisition right now. I would say we’re continuing to build and expand our products. However, we always keep our ears open for additional intellectual property, or even valuable data that would be hard to obtain or take us a long time to build ourselves. We’re always looking for highly valued proprietary data assets or technologies that can extend into all our products. But there’s not a specific category where we’re doing research on right now, so we’ll continue to look at M&A from a strategic and opportunistic standpoint.

DGR: This latest round of funding brings Demanbase’s total equity funding to more than $150 million—some could say IPO territory. Is there a possibility of an IPO in Demanbase’s imminent future?

Golec: There was a good stat that I saw; I think Forbes did with Bessemer [Venture Partners]. They looked at 100 cloud companies that were either public or on their track, and 95% of those 100 companies had raised over $200 million—which was kind of jaw dropping. So, certainly the additional capital we have in place takes us well into IPO territory, and we are already tracking cash flow breakeven, so the additional capital will increase some investments in certain areas. You know, there’s a lot of firepower there to carry it for years and years, whether we go public or not.

DGR: What else can we expect from Demandbase in the coming months?

Golec: This summer, and in the second half of this year, you’ll see Demandbase begin to really roll out a lot more AI-based functionality into its offerings—from our data to a lot of the products, both from advertising, marketing and sales. We started doing that with some AI-based personalization, but you’re going to see a lot more.

The second piece that’s one of the most exciting, especially for our customers, is a lot more automation across the stack, meaning a world where your tech stack adds a company to the sales pipeline and then that company automatically starts getting advertising for that particular product in real-time. The whole website is personalized to that product, and then it turns off when it closes. Or the company coming up for renewal next quarter automatically starts receiving messages around the product that should be upsold into that company.

Again, this is all automated across your CMS system, the whole ad ecosystem, marketing automation and all the way into your CRM. So, to do that effectively, you really must join those three worlds I talked about. You can’t do it unless you have a data infrastructure that allows you to connect all those worlds easily. Fortunately for us, we built the foundation around network IP address, so that gives us the foundation to do that. You’ll also see us adding layers on top of that IP foundation so that we can get much richer insights on what type of personas they have and what their real-time interests are. I think that will take our products in the entire platform to a whole new level, as well.